Target Launches New Line of $10 Wines

The retail giant will add this new category to its existing lineup of budget wines aimed at a premium audience.
Target

Retail behemoth Target will launch of a new line of wines priced under $10, the company announced yesterday. Called The Collection, the new brand will join Target’s current wine offerings, including California Roots, its budget line of wines priced in the $5 range that launched in 2017, as well as its Wine Cube category of boxed wines. The Collection will be available beginning March 3, 2019.

At launch, the new line, aimed at more upmarket consumers than Target’s existing lower-cost options, will be comprise of five bottlings: Cabernet Sauvignon, Chardonnay, Pinot Grigio, rosé and a red blend. The wines will be produced by Delicato Family Vineyards, a California fixture who have been producing wines for nearly a century, and own properties in Napa, Sonoma, Lodi and Monterey counties.

The producer is known for its wealth of brands aimed at the $8–12 range. Target’s previous offerings have been produced by California’s Trinchero Family Estates.

The move demonstrates an increasing trend of wine growth in the big box retail market. Previously, Trader Joe’s made waves with its famously successful Charles Shaw brand of budget wines, while Costco has continued to dominate the wine retail industry with its Kirkland Signature line, which brought in more than $39 billion in sales in 2018.

Published on February 22, 2019
Topics: Latest News
About the Author
Dylan Garret
Senior Digital Editor

A veteran of New York City’s bar and restaurant scene, Garret has lived, breathed and sweated spirits for more than a decade, working as a bartender and beverage director at establishments ranging from Michelin-starred eateries to local Brooklyn pubs. Joining Wine Enthusiast in 2015, he has very strong opinions on proper cocktail garnish.
Email: dgarret@wineenthusiast.net
Instagram: @dillinisillin



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